Once again the Advertising Standards Authority has dropped the hammer, stating…

“We considered that the various activities that Ms Pinder carried out were presented in a sexually provocative way, and that alongside the focus on Ms. Pinder’s cleavage … were likely to be seen as gratuitous and to objectify women.

We considered that was emphasised by the text ‘Can she make you lose control?’ … and the invitation to ‘Play with Lucy’, which we considered would also be seen as degrading to women.

We therefore concluded that the ads were likely to cause serious and widespread offence.”

The ASA also said that the language used on a poster was “clearly intended to imply that using the advertised product would lead to more uninhibited sexual behaviour.” Uh, YEAH!